Activism | February 20th, 2025

Daughters of Target heir Condemn Retailer’s Decision to Roll Back DEI Initiatives

By: Jayda Royal

Dayton Family Expresses Disappointment 

Anne and Lucy Dayton, daughters of Target heir Bruce Dayton, have publicly expressed their deep concern and disappointment regarding Target Corporation’s recent decision to scale back its Diversity, Equity, and Inclusion (DEI) initiatives. In a series of statements and a open letter published in major outlets, the Dayton sisters have urged Target to reconsider its stance, emphasizing the importance of DEI in upholding the company’s founding values. 

“We are shocked and dismayed by Target’s decision to retreat from its commitments to diversity, equity, and inclusion,” the Dayton sisters stated. “Our father and his brothers built this company on principles of community engagement and ethical responsibility. This shift undermines those very ideals.” 

Target’s DEI Rollback and Public Backlash 

Target recently concluded its three-year DEI goals and ended its “Belonging at the Bullseye” program, a move that has drawn widespread criticism from civil rights advocates and customers. The program was originally introduced in response to the racial justice movement following the murder of George Floyd in 2020, aiming to support Black employees and promote Black-owned businesses. 

The rollback follows increasing political and legal pressures on corporate DEI programs, a trend observed in major corporations such as Amazon, Google, Walmart, and Meta. However, the Dayton’s argue that ethical business practices should not be dictated by political currents. 

“It is not illegal for a company to adhere to ethical standards that are integral to its business model,” the sisters wrote in their letter. “Target’s legacy has always been about more than just profits—it has been about serving communities and championing inclusivity.” 

Calls for Boycotts and Consumer Response 

In response to Target’s decision, social justice leaders, including Atlanta pastor Jamal Bryant, have organized boycotts, with over 50,000 people pledged to refrain from shopping at the retailer for 40 days in protest of the DEI rollbacks. 

Target, which has long positioned itself as a progressive brand, has previously touted its DEI efforts as an essential part of its corporate mission. The company has actively promoted inclusive hiring practices, supplier diversity programs, and cultural awareness initiatives aimed at fostering a more equitable shopping experience for its diverse customer base. Many critics argue that rolling back these efforts contradicts the company’s previous commitments and raises questions about its future direction. 

Dayton Family’s Legacy and Concerns for Target’s Future 

The Dayton family has a long history of philanthropy and community engagement. Bruce Dayton and his brothers played a pivotal role in establishing Target as not just a commercial enterprise, but a business dedicated to social responsibility. Anne and Lucy Dayton’s strong response highlights the deep disappointment felt by those who have long championed Target’s role in corporate leadership on issues of social justice and inclusion. 

“The success of Target has always been intertwined with the trust and support of its customers,” the Dayton sisters emphasized. “Abandoning DEI efforts risks alienating a core part of Target’s customer base who have come to expect more from the brand.” 

Future Implications and Corporate Responsibility 

As Target navigates this controversy, it faces a critical moment in defining its corporate values. The Dayton sisters, alongside other advocates, continue to call for a reinstatement of meaningful DEI commitments to honor the company’s long-standing mission of inclusivity and community support. 

With consumer activism on the rise, corporations are increasingly being held accountable for their actions. The response to Target’s decision will serve as a test case for how major brands balance political pressures with social responsibility. Advocates hope that Target will ultimately reaffirm its commitment to diversity and inclusion rather than retreat from the progress it has made.